Ukuthengiswa kwempahla kusho ukuhamba komphakathi kanye nombuso ukuze kusekele amalungelo namathuba abathengi ebuhlotsheni nabakhiqizi bezimpahla, abahlinzeki. Lo mbono wabonakala ngasekupheleni kweminyaka yama-1960, kwashintsha omunye umqondo - "umthengi ubukhosi". Lolu uhlobo lokuguquka kusuka emnothweni wabakhiqizi kuya emnothweni wabathengi.
Kuyini ukuthenga umthengi?
Ukusetshenziswa komthengi ukuhamba emphakathini onomgomo wokuvikela, ukwandisa amalungelo abathengi. Lokhu kuqhutshwa kubizwa ngokuthi umthengi. Umthengi uyisixhumanisi esibalulekile ohlelweni lwezomnotho, ubudlelwane bemakethe. Phakathi komkhiqizi wezimpahla, umthengi wabo ngaso sonke isikhathi bekungezwani ukungavumelani, umbuso wazama ukuwalawula ngemithetho.
Philosophy of Consumerism
Efilosofi, umbono wokubambisana uphambene nokudala njengomqondo wokuphila. Isibonelo, umthengi usebenzela ukudla, futhi umdali usebenzela inzuzo yesintu, ngenxa yokuziqhenya , ukwaneliseka kwezinhloso zokudala. Nakuba umkhiqizi futhi esebenzisa inqubo yokuphila kwakhe, ukusetshenziswa akuwona umgomo wakhe, unkulunkulu.
Ezweni lanamuhla, izinqubo ezimbili zivele:
- ukuqothulwa kwefilosofi yokuthengiswa kwabantu;
- ukuthuthukiswa kwezinkomba zokudala.
Uma ngaphambili umuntu aziqonda ngokuthi "Ngiyizimiso zami", manje ucabanga ukuthi "Nginguye izinto zami". Kubathengi, kukhona ukoma izinto eziningi ezingadingekile, isifiso sokuthola izimpahla zamagugu awaziwayo. Lapho udala izimpahla zokunethezeka, ama-knickknacks wokukhiqiza, kudingeka izinto eziningi, ngakho-ke kudingeka ukudala izinto ezidingekayo ngempela. Ngenxa yalokho, imboni eveza izinto zokuphila ilahlekelwa ukulahlekelwa.
Ukuthengiswa komthengi ekukhangiseni
Ukuthengwa komthengi ukuhamba kwezakhamuzi ngenhloso yokwandisa amalungelo abathengi, ukuqinisekisa izinga lempahla. Ukuphumelela ngokuqondile kuncike ekutheni umkhiqizo, ukukhangisa, isevisi ihlangabezana kanjani nezidingo zomthengi. Ukuthengwa kwempahla nokubaluleka kwayo ekukhangiseni kudlala indima ebalulekile. Kuphela uma umenzi efunda ukuqonda okudingekayo kumthengi, yiziphi izinto zangempela ezidingekayo, izidingo, khona-ke inzuzo yenkampani izokhula kancane kancane:
- Impumelelo yanoma iyiphi ibhizinisi izoxhomeka kumthengi, noma ngabe ufuna ukuthenga okuthile, akhokhele.
- Le nkampani idinga ukwazi izidingo zamakhasimende isikhathi eside ngaphambi kokuqala kokukhiqiza.
- Kubalulekile ukuqapha njalo, ukuhlaziya izidingo zamakhasimende.
Ukuthengwa kwempahla nokuzimela kwemvelo
Njengoba abantu abaningi bebhizinisi kubhekwa njengesizathu sezinhlekelele zezomnotho nezenhlalakahle, kunezimo ezimbili ezivela emphakathini: abathengi kanye nokusimama kwemvelo, okuhlose ukuthuthukisa isimo semvelo. Ephendula ukusimama kwemvelo, izinkampani ziye zakha imikhiqizo enobungozi ezivela ekuzikhuliseni izinto zokupakisha. Emphakathini kwakukhona isiqondiso esinjalo, njenge-konsyumerizatsija, esibhekiswe ekusungulweni kwezixhobo zabathengi (amaphilisi, amafoni ahlakaniphile) ohlelweni lwe-elekthronikhi yebhizinisi.
Ngamanye amazwi, ukusetshenziswa kwe-consumerisation yinqubo evumela abasebenzi ukuthi basebenzise amadivaysi omthengi ukwenza imisebenzi yebhizinisi. Ngenxa yalokhu, abasebenzi banelungelo lokukhetha ngokuzimela, kuphi, kanjani nokuthi yiziphi amadivayisi abaqhuba umsebenzi. Lokhu kulula, kwandisa umkhiqizo wephayiphi futhi kusindisa isikhathi .
Ukuthengiswa kwempahla - inzuzo nokuqhafaza
Izinzuzo ezilandelayo zabathengi zingahlukaniswa:
- ukwaneliseka kwamakhasimende;
- ukusatshalaliswa okulinganayo kwemithombo phakathi kwabantu;
- ukufinyelela kwabathengi kolwazi;
- ukuhlanganyela ekuthatheni izinqumo;
- ukunciphisa intengo okuvunyelwe;
- ukuthuthukiswa kweqhinga lokulondoloza amandla e-pan-European.
Ukuthengiswa komthengi nokukhangisa akuhlukaniswanga. Kodwa lokhu ukunyakaza kukwazi ukuzibona kuphela emphakathini lapho abantu banesithakazelo kulokho abakuthengayo futhi bazimisele ukuzivikela emikhiqizo ephansi. Uma ukubaluleka kokuthengwa kwempahla ezweni lanamuhla kuyanda, lesi siqondiso singasusa izimpahla eziphansi kakhulu emakethe, kanye nabakhiqizi babo.